Levi's

Itchy remembers our first 501s. They were a pair of seconds bought from a wholesaler in Yorkshire who did a sideline in XXL T-shirts with tasteful slogans like 'take me drunk, I'm home' and 'beauty is in the eye of the beer-holder', but we still felt the business. We'd seen the ad where Brad Pitt tumbles out of jail in his pants, pulls on his Levi's and roars off into the desert sunset with some sultry beauty while the prison guards look on open-mouthed. Dyed and riveted cool. The denim's still all that, but fortunately some things have changed a bit since the early 90s, and buying jeans is a vastly more pleasurable experience. Re-opening on 22nd August, the Levi's shop in Brent Cross will have a 'denim bar', where you can take your time choosing your perfect pair with plenty of expert help. They've got the full Levi's Red Tab collection for guys and gals in a variety of fits and washes, along with the classic twisted seams. If you're looking for iconic cool it's a pretty good place to start.

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